{"id":91,"date":"2022-04-12T18:00:00","date_gmt":"2023-09-07T18:00:52","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=91"},"modified":"2023-10-25T01:06:29","modified_gmt":"2023-10-25T01:06:29","slug":"danone-optimiser-relation-b2b","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/danone-optimiser-relation-b2b\/","title":{"rendered":"Grande distribution : comment Danone a optimis\u00e9 sa relation client B2B"},"content":{"rendered":"\n<p><b>Pour optimiser \u00e0 la fois l\u2019exp\u00e9rience des employ\u00e9s et les ventes B2B, Danone a fait le choix de Consumer Goods Cloud de Salesforce. R\u00e9sultat : une plateforme plus robuste et agile pour simplifier le quotidien des commerciaux, automatiser les t\u00e2ches \u00e0 faible valeur ajout\u00e9e, et permettre aux \u00e9quipes de prendre de meilleures d\u00e9cisions bas\u00e9es sur la donn\u00e9e, tout au long de leurs tourn\u00e9es. <\/b><\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">La 6e\u00a0\u00e9dition du rapport \u00ab\u00a0Focus sur les ventes\u00a0\u00bb<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">D\u00e9couvrez des conseils de 5 500 professionnels des ventes sur la mani\u00e8re de stimuler la croissance et de se d\u00e9marquer.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/form\/sales\/state-of-sales\/?nc=701ed000003AyKZAA0\">Je me d\u00e9marque<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png\" class=\"attachment-full size-full\" alt=\"Couverture du guide Focus sur les ventes\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png 1200w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Priorit\u00e9 \u00e0 l\u2019exp\u00e9rience employ\u00e9<\/b><\/h2>\n\n\n\n<p>Pendant la pand\u00e9mie de Covid-19, les retailers ont su faire preuve d\u2019agilit\u00e9 et d\u2019esprit d\u2019innovation pour s\u2019adapter aux nouveaux comportements d\u2019achat. Aujourd\u2019hui, c\u2019est au tour de <a href=\"https:\/\/www.salesforce.com\/eu\/solutions\/industries\/consumer-goods\/overview\/\">leurs fournisseurs du secteur des biens de consommation de s\u2019adapter<\/a>. Dans ce contexte B2B, les commerciaux sont appel\u00e9s \u00e0 jouer un r\u00f4le plus actif pour soutenir les ventes sur le long terme. L\u2019un des d\u00e9fis cl\u00e9s r\u00e9side dans leur strat\u00e9gie de mise sur le march\u00e9, cruciale dans un contexte hautement concurrentiel. Le succ\u00e8s r\u00e9side pour partie dans la qualit\u00e9 des outils qui sont mis \u00e0 leur disposition. \u00ab Avec la pand\u00e9mie, de nombreux collaborateurs ont revu leurs priorit\u00e9s. R\u00e9sultat : les entreprises qui n\u2019assurent pas une excellente exp\u00e9rience employ\u00e9 \u00e9prouvent des difficult\u00e9s \u00e0 attirer et \u00e0 retenir les meilleurs commerciaux \u00bb, explique Pamela Wolf, responsable du secteur Grande consommation pour la zone EMEA chez Salesforce.<\/p>\n\n\n\n<p>Les outils mis \u00e0 la disposition des employ\u00e9s fa\u00e7onnent leur exp\u00e9rience quotidienne au travail. Autrefois, les commerciaux d\u00e9pendaient fortement des documents papier et faisaient de longues recherches avant de rencontrer les clients, afin de pouvoir les approcher de la mani\u00e8re la plus judicieuse qui soit.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Non seulement l\u2019approche manuelle est inefficace, mais elle r\u00e9duit la satisfaction au travail. Les commerciaux veulent \u00eatre sur le terrain et cr\u00e9er de la valeur chez les clients, pas brasser de la paperasse.<\/p>\n<cite>Pamela Wolf<\/cite><\/blockquote>\n<span class=\"citation-role\">Salesforce, responsable du secteur Grande consommation pour la zone EMEA.<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur LinkedIn (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fdanone-optimiser-relation-b2b%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Grande%20distribution%20%3A%20comment%20Danone%20a%20optimis%C3%A9%20sa%20relation%20client%20B2B\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur Twitter (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Grande%20distribution%20%3A%20comment%20Danone%20a%20optimis%C3%A9%20sa%20relation%20client%20B2B&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fdanone-optimiser-relation-b2b%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur Facebook (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fdanone-optimiser-relation-b2b%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Grande distribution : comment Danone a optimis\u00e9 sa relation client B2B\" https:\/\/www.salesforce.com\/fr\/blog\/danone-optimiser-relation-b2b\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\"><b>La transformation num\u00e9rique fait d\u00e9coller le retail B2B de Danone <\/b><\/h2>\n\n\n\n<p>Pour optimiser \u00e0 la fois l\u2019exp\u00e9rience des employ\u00e9s et les ventes, les marques de la grande consommation ont besoin d\u2019am\u00e9liorer leurs plateformes, d\u2019automatiser les t\u00e2ches \u00e0 faible valeur ajout\u00e9e, et de permettre aux \u00e9quipes de prendre de meilleures d\u00e9cisions bas\u00e9es sur la donn\u00e9e.<\/p>\n\n\n\n<p>La multinationale <a href=\"https:\/\/www.danone.com\/\">Danone<\/a> se situe \u00e0 l\u2019avant-garde de cette tendance, en op\u00e9rant une transformation num\u00e9rique majeure bas\u00e9e sur <a href=\"https:\/\/www.salesforce.com\/eu\/products\/consumer-goods-cloud\/overview\/\">Consumer Goods Cloud de Salesforce<\/a>. Cette initiative a d\u00e9but\u00e9 en France, o\u00f9 elle a permis d\u2019am\u00e9liorer l\u2019efficacit\u00e9 des forces de vente en leur permettant de se consacrer \u00e0 la cr\u00e9ation de valeur pour leurs clients, et \u00e0 l\u2019augmentation des ventes. De fait, six mois apr\u00e8s son lancement, le projet a d\u00e9j\u00e0 aid\u00e9 Danone \u00e0 placer dans les rayons plus de 65 000 SKU (<i>Stock Keeping Units<\/i> ou Unit\u00e9s de Gestion des Stocks) et le nombre de visites de ses commerciaux sur le terrain a augment\u00e9 de 35 % (+40 000). <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Se recentrer sur le client B2B <\/b><\/h2>\n\n\n\n<p>Pr\u00e9sent dans trois grands secteurs d\u2019activit\u00e9 (les produits laitiers et d\u2019origine v\u00e9g\u00e9tale ; l\u2019eau ; la nutrition sp\u00e9cialis\u00e9e), Danone b\u00e9n\u00e9fice d\u2019un portefeuille de marques c\u00e9l\u00e8bres telles qu\u2019\u00c9vian, Volvic, Aptamil ou encore Alpro. Les consommateurs retrouvent ses produits dans les supermarch\u00e9s comme dans les commerces de quartier partout en Europe et dans le reste du monde, mais aussi dans les h\u00f4pitaux, les cliniques et les pharmacies. <\/p>\n\n\n\n<p>Les \u00e9quipes de vente de Danone sont implant\u00e9es dans le monde entier. Toutes souhaitent passer autant de temps que possible avec leurs distributeurs. Cela suppose d\u2019accomplir de nombreuses t\u00e2ches administratives, de pr\u00e9parer les r\u00e9unions et de s\u2019engager aupr\u00e8s des clients avec la plus grande efficacit\u00e9 possible.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Mettre le focus sur les clients est l\u2019une de nos priorit\u00e9s, mais cela ne se traduisait pas dans les faits. Nos op\u00e9rations de vente en France ne disposaient pas des outils appropri\u00e9s pour que les commerciaux travaillent efficacement.<\/p>\n<cite>C\u00e9dric Rubod<\/cite><\/blockquote>\n<span class=\"citation-role\">Danone, Global Customer Director<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur LinkedIn (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fdanone-optimiser-relation-b2b%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Grande%20distribution%20%3A%20comment%20Danone%20a%20optimis%C3%A9%20sa%20relation%20client%20B2B\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur Twitter (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Grande%20distribution%20%3A%20comment%20Danone%20a%20optimis%C3%A9%20sa%20relation%20client%20B2B&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fdanone-optimiser-relation-b2b%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur Facebook (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fdanone-optimiser-relation-b2b%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Grande distribution : comment Danone a optimis\u00e9 sa relation client B2B\" https:\/\/www.salesforce.com\/fr\/blog\/danone-optimiser-relation-b2b\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\"><b>R\u00e9inventer le quotidien des commerciaux<\/b><\/h2>\n\n\n\n<p> En utilisant la plateforme <a href=\"https:\/\/www.salesforce.com\/eu\/products\/platform\/overview\/\">Salesforce<\/a> pour cr\u00e9er l\u2019outil DanForce, Danone a r\u00e9invent\u00e9 le quotidien de ses commerciaux B2B. Comme pour toute transformation professionnelle, une <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/guides\/customer-transformation-playbook-changing-company-mindsets\/\">gestion du changement<\/a> efficace s\u2019est av\u00e9r\u00e9e cruciale dans le succ\u00e8s du projet. \u00ab Ne sous-estimez jamais l\u2019importance d\u2019une bonne gestion du changement \u00bb, confirme C\u00e9dric Rubod. \u00ab La transformation de l\u2019entreprise, c\u2019est beaucoup plus que l\u2019achat d\u2019un produit. \u00bb<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Le d\u00e9ploiement de Salesforce s\u2019est appuy\u00e9 sur une strat\u00e9gie mondiale de conduite du changement pour r\u00e9duire les risques, embarquer tout le monde et maximiser l\u2019adoption de la solution.<\/p>\n<cite>C\u00e9dric Rubod<\/cite><\/blockquote>\n<span class=\"citation-role\">Danone, Global Customer Director<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur LinkedIn (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fdanone-optimiser-relation-b2b%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Grande%20distribution%20%3A%20comment%20Danone%20a%20optimis%C3%A9%20sa%20relation%20client%20B2B\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur Twitter (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Grande%20distribution%20%3A%20comment%20Danone%20a%20optimis%C3%A9%20sa%20relation%20client%20B2B&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fdanone-optimiser-relation-b2b%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 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\/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Grande distribution : comment Danone a optimis\u00e9 sa relation client B2B\" https:\/\/www.salesforce.com\/fr\/blog\/danone-optimiser-relation-b2b\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\"><b>Chaque jour, 90 minutes gagn\u00e9es pour adresser ses clients B2B<\/b><\/h2>\n\n\n\n<p>En utilisant Consumer Goods Cloud de Salesforce, Danone a significativement am\u00e9lior\u00e9 l\u2019efficacit\u00e9 de ses commerciaux. Par exemple, cette solution <a href=\"https:\/\/www.salesforce.com\/eu\/products\/consumer-goods-cloud\/overview\/\">segmente les comptes et leur attribue des priorit\u00e9s<\/a> gr\u00e2ce \u00e0 des KPI sp\u00e9cifiques, afin que chaque visite sur le terrain soit soigneusement planifi\u00e9e pour avoir le meilleur impact. L\u2019app mobile facilite la planification des tourn\u00e9es et fournit toutes les informations dont les commerciaux ont besoin pour pr\u00e9parer leurs rendez-vous. Elle fournit aussi des checklists pour \u00e9viter tout oubli dans les actions \u00e0 prendre et les arguments \u00e0 imp\u00e9rativement placer durant leur tourn\u00e9e. \u00ab Salesforce automatise les t\u00e2ches administratives banales afin que nos repr\u00e9sentants commerciaux puissent se concentrer sur les activit\u00e9s \u00e0 valeur ajout\u00e9e \u00bb, commente C\u00e9dric Rubod. \u00ab Les gains d\u2019efficacit\u00e9 repr\u00e9sentent 90 minutes par jour. Cela signifie que chaque commercial peut faire plus de visites et passer plus de temps avec les clients. \u00bb Avec sa fonction d\u2019<a href=\"https:\/\/www.salesforce.com\/eu\/products\/consumer-goods-cloud\/overview\/\">analyse, de tableau de bord et de surveillance des performances<\/a>, Salesforce aide aussi l\u2019entreprise \u00e0 fonder ses d\u00e9cisions sur les donn\u00e9es \u2013 plut\u00f4t que sur l\u2019exp\u00e9rience. \u00c0 l\u2019avenir, cela pourra impliquer des donn\u00e9es externes telles que des analyses marketing, que les repr\u00e9sentants commerciaux pourront partager avec leurs clients pour les aider \u00e0 prendre des d\u00e9cisions d\u2019achat plus \u00e9clair\u00e9es.<a href=\"https:\/\/www.salesforce.com\/fr\/resources\/research-reports\/grande-distribution\/?d=inc-blog-banner&amp;nc=7013y000002KDpFAAW\" id=\"bannerlinkurl\" title=\"couverture du livre blanc Le retail face \u00e0 sa r\u00e9alit\u00e9 locale\"><span id=\"bannercta\">ire <\/span><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Am\u00e9liorer l\u2019acc\u00e9s au march\u00e9 B2B<\/b><\/h2>\n\n\n\n<p>DanForce permet aussi de : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>g\u00e9rer les portefeuilles de produits et de biens en magasin,<\/li>\n\n\n\n<li>faire un audit des stocks et fournir une vue \u00e0 360\u00b0 des clients,<\/li>\n\n\n\n<li>simplifier la collaboration entre les \u00e9quipes de vente et celles d\u2019apr\u00e8s-vente.<\/li>\n<\/ul>\n\n\n\n<p>Un rapport de <a href=\"https:\/\/www.gartner.com\/en\/sales\/trends\/future-of-sales\">recherches Gartner sur l\u2019avenir des ventes<\/a> montre qu\u2019en 2025, 80 % des interactions de vente B2B entre fournisseurs et acheteurs auront lieu via un canal num\u00e9rique. \u00ab Nous assistons \u00e0 une migration du secteur B2B vers les canaux de vente en ligne \u00bb, constate Pamela Wolf. \u00ab Gr\u00e2ce \u00e0 eux, les responsables de magasin sont capables de passer des commandes au moment qui leur convient. Ajoutez \u00e0 cela que les moteurs de recommandation font exploser la notori\u00e9t\u00e9 des produits et vous comprendrez pourquoi les canaux en ligne affichent une forte augmentation de la valeur des commandes. Et du c\u00f4t\u00e9 des commerciaux, c\u2019est l\u2019opportunit\u00e9 de consacrer plus de temps \u00e0 la relation client, en engageant la conversation de fa\u00e7on plus pertinente. \u00bb En fournissant aux \u00e9quipes de vente B2B des plateformes appropri\u00e9es \u2013 du <a href=\"https:\/\/www.salesforce.com\/eu\/learning-centre\/crm\/what-is-crm\/\">CRM<\/a> aux applications mobiles en passant par les sites d\u2019e-commerce \u2013 les soci\u00e9t\u00e9s du secteur de la grande consommation peuvent garder le lien avec leurs d\u00e9taillants et stimuler les ventes. Elles peuvent aussi am\u00e9liorer l\u2019exp\u00e9rience des employ\u00e9s pour garantir leur succ\u00e8s et conserver les meilleurs vendeurs. <\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour optimiser \u00e0 la fois l\u2019exp\u00e9rience des employ\u00e9s et les ventes B2B, Danone a fait le choix de Consumer Goods Cloud de Salesforce.<\/p>\n","protected":false},"author":1,"featured_media":93,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[15,10,4,53,41,122],"sf_content_type":[],"blog":[303,318,347,358,372,423],"coauthors":[27],"class_list":["post-91","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","sf_topic-news","sf_topic-sales","sf_topic-consumer-goods","sf_topic-b2b-commerce","sf_topic-retail","blog-consumer-goods","blog-retail","blog-commerce","blog-sales","blog-b2b-commerce","blog-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Comment Danone a optimis\u00e9 sa relation client B2B ? 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